Encounter development inflection point
Internet TV boxes began to rise from 2010. After a three-year exploration period, they have ushered in explosive growth in 2013, including the promotion of companies such as LeTV and Xiaomi. Subsequently, due to the strengthening of policy supervision, the Internet TV box market has also continued to cool down.
Statistics show that in 2013, the growth rate of Internet TV boxes was as high as 236.7%, and the retail volume was as high as 10.1 million units. Then, the growth rate in 2014 decreased to 28.7%, and the negative growth rate in 2015 was -6.7%. Although there has been a recovery in 2016, the overall development momentum is still in a downward trend.
In 2016, the retail volume of Internet TV boxes was 13.718 million units, of which the retail volume in the first half of the year was 7.107 million units, and the retail volume in the second half of the year was 6.611 million units. The number of brands and the number of new products also showed a declining trend. According to the online data of Ovid Cloud Network, in 2016, the number of brands sold on the Internet TV box line was 127, a decrease of 57 from the same period of last year. According to the changes in the number of online retail brands on the Internet TV box during the quarter, from the first quarter to the fourth quarter, the number of Internet TV box brands continued to decline. In the fourth quarter of 2016, the number of online Internet TV cooperation brands was 118, 97 respectively. 82, 78.
In the sales model, in 2016, the number of models sold on the Internet TV box line was 706, a decrease of 210 compared with the same period of last year. According to the changes in the number of units sold in the quarterly OTT box online retail market, the number of sales in the first quarter decreased the least, and the number decreased by 49 compared to the same period of last year. In the third quarter, the number of units sold declined the most, which was 174 less than the same period of last year.
Zheng Haiyan, senior research manager of Owen Cloud Network Black Power Division, believes that the development of Internet TV boxes is greatly influenced by national policies. For instance, the implementation of the stop service of Lynx Box and the Provisions on the Management of Private Network and Directional Audiovisual Program Services (No. 6 Order) have reduced the enthusiasm of users for Internet TV boxes while regulating the market.
Increased supervision
The Internet TV box was able to develop rapidly due to the irregularities that enabled TV broadcasts and online video playback. In order to win the attention of users, some companies even advertise that they can be permanently and for free "live TV, video on demand." According to survey data, by the year of 2013, shipments of Internet TV boxes exceeded 1 million units in a month, with Shanzhai boxes accounting for as high as 80%.
This box does not comply with relevant national regulations. As early as the end of 2011, the General Office of the State Administration of Press, Publication, Radio, Film and Television issued Document No. 181, officially known as “Requirements for the Operation and Management of an Internet TV Licensing Authorityâ€. Document No. 181 included Internet TV boxes. The management scope of the Internet TV integrated machine, and stressed that the Internet TV terminal products can only be linked to the Internet TV integration platform, the terminal product may not have other access to the Internet, and may not be linked with the network management company's related management systems, databases. Users directly download the video App or use other means to download and use the video app to directly obtain Internet content, which is equivalent to bypassing supervision.
In 2015, the State further cracked down on Internet TV box violations, and blocked 81 illegal software such as Fengyun Live, Himalayan, and Panda listening, and required seven licensees to compare the "TVs and boxes cannot be installed via the USB port." Four points require self-checking and self-correction. The Lynx box is therefore upgraded and "stopped."
In May 2016, the State Administration of Press, Publication, Radio, Film and Television issued the “Regulations on the Administration of Audiovisual Program Services for Private Networks and Directed Communication†(Order No. 6), which came into effect on June 1, 2016. Order No. 6 proposed “Special Network and Directed Communicationâ€. The concept of tightening this policy can be understood as the reiteration of the No. 181 document issued by the Directorate General in 2011.
Due to the continuing influence of the broadcasting and TV industry policies and the reduction of corporate confidence in Internet TV boxes, the number of brands sold by OTT Boxes continued to decline, and market concentration continued to increase. According to the online data of Ovi Cloud Network, the top four Internet TV box brands in 2016 were 72.8%; the top ten brand share was 89.8%.
According to the regulations, all the content played on the set-top box needs to be submitted to the licensee for one-on-one review. After the review is approved, it can enter the TV screen. There are actually only two types of content that can be allowed to play. One is the content provided by the licensee, and the other is that the set-top box manufacturer owns copyrighted content, but it does not involve live television. Among the seven largest licensees, the number of Hangzhou Huashi accounts for a relatively large proportion in the Internet TV box market. According to data from Ove Cloud Network, the share of retail sales of licensees’ Internet TV boxes in 2016 was as follows: Hangzhou, China accounted for 67.5%; CNTV accounted for 23.6%; Hunan Radio and TV accounted for 4%; CIBN accounted for 3.4%; CNR accounted for Than 1.4%; Bestom accounted for 0.2%; Southern media accounted for 0.1%.
Market space shrinks
Another factor in the rise of Internet TV boxes is price. Compared to smart TVs that cost thousands of yuan, Internet TV boxes that cost only one or two hundred yuan are the preferred choice for many families to obtain Internet TV content. The data shows that in 2016, the average retail price of the Internet TV box market was 223 yuan/set, while that of the 100-199 yuan price segment accounted for 48.9%.
Although the price is good for the people, it is difficult to guarantee the user experience. Beijing Business Daily reporter found on Jingdong that, compared with television, the popularity of Internet TV boxes was much worse, with ratings generally below 95%, and television ratings were around 98%.
Internet TV boxes are not highly praised, mainly focusing on poor product quality, Caton, and slow speeds. Haimeidi H7 four generations of users to buy "monthly poetry" will show that the USB interface is loose, often break in use; box BUG too much, use upset; box output screen color is too heavy, very unnatural; user "q 7" It also said that the card machine did not take a few days to buy, press the remote control did not respond, or stuck after opening, watching a live television card terribly.
The user “j-bar†of the Amoi/Amoi L9 network set-top box also stated that the machine response is too slow, and the choice or exit must wait for a long time. “jf†pointed out that the first time it took five days was broken, it was a bad thing to get a factory to repair it.
Industrial watcher Hong Shibin said that poor user experience will naturally affect the development of the entire industry, but the key is the popularity of smart TVs. The relationship between smart TVs and Internet TV boxes is similar to that of mobile phones and BP machines. For users who purchase smart TVs, Internet TV boxes are almost useless.
According to statistics, the retail volume of color TVs in 2016 was 50.89 million units, and the penetration rate of smart TVs was as high as 83%. According to this ratio, it means that over 40 million households no longer need Internet TV boxes last year. This trend will intensify. Industry experts bluntly stated that according to the 7 or 8 years of life of TV, when traditional TVs complete the update of smart TVs in the next few years, the Internet TV boxes will slowly fade out of the market like BP machines.
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